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The digital sphere can be complicated for marketers and business operators, trying to keep up with all the new features social media is offering as well as apps and other whizz bang offerings.

I use the term whizz bang because when you really look at a lot of these innovations, they offer the excitement of the new. And we have been trained to upgrade from old to new even when the new features aren’t that special.

In the olden days marketing was relatively simple.

Create the message

Match it to your target market

Choose the best media option

Run the ad or the campaign.

Now targeting requires sorting through many variables to do with lifestyle and behaviours.

Ads or posts are run and testing is conducted using the analytics.

Often we are advised to run separate campaigns to ‘test’ the efficacy and effectiveness.

We are told to be strangely unique to cut through and to tell stories not to just sell.

TV channels have been replaced by internet influencers who command vast audiences.

It’s so un marketing in the traditional sense where a product or service was promoted to a market.

OK … that’s simplistic.

And there’s likes and follows. Shorthand ticks of approval from our ‘community.”

Other shorthands include the emoji.

now featuring an array of cute visages with stand out emotions. And gifs.

Like it or not, we are in the age of shorthand … short attentions span.

Ultra convenience services such as UBER Eats and Netflix stop people socialising.

But people are people and will no doubt get bored with social which is why they have to keep changing and updating and adding features.

Great advertising is still about the creative. Cut through only occurs when people stop and take notice.

So let’s open the emojincey ward where people are people and emotions aren’t a quick flick, insert and like.